Design Secrets
Use Color To Evoke Emotion
If you're going to use color in a space ad or direct mail package, you need to know that different colors evoke different emotions and moods:
- Black = serious, sophisticated, elegant
- Blue = trustworthy, stable, serene, cool
- Brown = wholesome, organic, down-to-earth
- Gray = neutral, mature
- Green = safe, environmental, friendly
- Orange = emotional, positive, exciting
- Purple = opulent, contemporary, royal
- Red = passionate, negative, dangerous, hot
- White = pure, peaceful, clean
- Yellow = cheerful, sunny, caution
5 Insights From 2 Leading Direct Mail Graphic Artists That Will Make You A Better Copywriter
"The art director is the difference between advertising that stands still and advertising that stands out." -- Leo Burnett
Stephanie Bozylinski has been a direct marketing graphic designer for over 13 years, fulfilling the visions of some of the most innovative copywriters. She was behind the creation of the first, extremely successful, bookalogs -- which were in such high demand from readers that libraries were calling and requesting copies for their shelves.
Master designer Ted Kikoler, who is recognized as one of the leading direct mail designers in North America, serves a wide range of clients in the USA, Canada, and Europe. He has repeatedly redesigned controls -- keeping the same copy -- and producing significant lifts in response (over 100% in some cases).
Between them, Stephanie and Ted have over 30 years of experience in graphic design. They agree that good copy can turn into a dud package simply because of poor communication between the designer and the copywriter. Unfortunately, copywriters -- especially new copywriters -- tend not to get involved enough in the layout of their packages.
More Design Tips Every Copywriter Should Know
Here are three more insights taken from an interview by Catherine O'Neill, a leading direct-mail designer who lives in rural Ireland. Though written from the designer's point of view, Catherine's comments are useful for the copywriter who wants to take part in every step of a promotion's development.
How To Use Graphic Design In Your Package To Put Your Prospect In The Mood To Buy, By Roger C. Parker
Great copy succeeds at the margin. You can't hope to convert someone who has absolutely no interest in your product. And it's not a great feat to make the sale to people who already have a great desire for it. But the difference between a blockbuster package and a mediocre one is persuading the people who are at the margin. That means, to have a successful control, you have to get the people who are predisposed towards your product but need an extra push.
If your copy is good, this extra push will come from the design of your package.
10 Things Every Copywriter Should Know About How To Boost Response Rates with Graphic Design
When you start out writing copy, you'll quickly notice that you don't work alone.
Many experts help you write the perfect package: the publisher, who gives you a general vision for the promotion; the marketing manager, who fills you in on the prospect's core psychology and helps you uncover the USP; and the list brokers, who recommend certain groups of people who have an interest in your offer.
Each one of these experts can help you boost response and write the next record-busting control. And then the royalties start rolling in.
But let's not forget another expert who can help you boost response -- the graphic designer. He or she plays a large role in getting the promotion you've worked so hard on read.